In Kerala, it's drink, drink & let the govt make merry

ET BureauSep 13, 2008, 02.04am IST

NEW DELHI: If festivals are about letting one's hair down and high spirits, Kerala takes it seriously. In 'God's own country,' high spirits seem to be found at the bottom of a liquor bottle. It is no wonder then that this Onam, the Kerala State Beverages Corporation clocked up a 17% increase in revenues.

The harvest festival is less about the food crop and more about fermented crops. Liquor, and the preference seems to be for rum and brandy, seems to be top-most priority.

While liquor sales from the state-owned Kerala State Beverages Corporation were at Rs 1,10.47 crore, sales by the Civil Supplies Corporation were at just about Rs 100 crore. This is merely indicative of the pattern of sales during Onam, for both the state-owned vendors have limited outlets and brisk business is done by private vendors as well.

Besides which, KSBS stocks 'Indian made foreign liquor' (IMFL), that leaves out scores of toddy and arrack drinkers, who too would have been contributing to the state's economy.

On day one of the Onam season, which was on Sunday, sales of liquor was up by 25% over last year, and on the day before Thiru Onam, the KSBC sold liquor worth Rs 26.69 crore. It is no wonder then that liquor shops are expecting to net in as much as Rs 200 crore this season.

For entrepreneurs seeking to put their earnings into a business in 'God's own country', the Onam season provides a clear indicator — it's liquor, liquor and more liquor. And while Onam may be the high spirited season, the state already has the distinction of having the highest per-capita consumption of liquor — a rate of 8.3 litres, which is more than double the national average of 4 litres.

It is not only Kerala that seems to be reaping the harvest for the Malayalees predilection for a drink. Neighbouring states too are meeting the high demand by supplying illicit liquor to Kerala during this season.

So legendary is the consumption of liquor during this festive season that state government organises a special drive every year during the Onam — it does so too at Christmas, the other high-consumption festival — to check the adulteration of liquor samples without delay.

Concerned government departments have to work round the clock. This year, the state police's special branch has warned authorities to be on the look out, as there is a high possibility of tragedies following consumption of spurious liquor.